The singer says she and the iconic denim brand aimed to create “quintessential American iconography” with the REIIMAGINE campaign — watch the sexy debut spot!
The 43-year-old singer, who featured a track titled “LEVII’S JEANS” on her most recent album Cowboy Carter, has teamed up with the iconic denim brand for a campaign that revamps classic Levi’s looks.
The first chapter, unveiled on Monday, Sept. 30, reinterprets the iconic 1985 “Launderette” ad that famously reignited “I Heard It Through the Grapevine” on the Billboard charts. It features the Grammy winner posing in a laundromat in a pair of high-waisted jeans and a matching cowboy hat along with a cropped white tee. She effortlessly strips down to her briefs to the admiring gazes of those around her.
“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform — something we all wear with pride,” Beyoncé said of the partnership via press release. “I am honored to work with Levi’s to create quintessential American iconography.”
She continues, “Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honoring their strength.”
Beyoncé x Levi’s “Launderette” Campaign 2024
“The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture,” said Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co. “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.”
Beyoncé stars in hew Levi’s campaign.
The global campaign, which will span TV, social media, digital, print and exclusive products, includes immersive visuals by Emmy Award-winning cinematographer Marcell Rév and photography by Mason Poole.
To see the latest from the campaign, you can visit levi.com and follow @levis on Instagram and TikTok.
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